Every channel. Every dollar.
One clear view.
Pennant is organized around four things enrollment marketing leaders actually need: visibility, proof, the confidence to reallocate, and a platform that speaks higher ed.
Pillar one · Total visibility
Every channel, campaign, and dollar in one place
No more stitching spreadsheets the night before the cabinet meeting. Pennant connects to Salesforce (including related-object support), LeadSquared, HubSpot, Google Sheets, Google Ads — with agency MCC support — and Meta Ads, and syncs automatically every hour, with historical backfills so your view starts deep, not empty.
Drill down across three dimensions: campus, program, and channel. Each detail page cross-references the other two, with allocated spend and per-channel CPL. It's all data-driven — zero per-school configuration.
| Channel | Spend | Leads | CPL |
|---|---|---|---|
| Paid search | $84,200 | 2,310 | $36.45 |
| Paid social | $52,900 | 1,742 | $30.37 |
| Display | $18,400 | 388 | $47.42 |
| Organic search | — | 1,651 | — |
| Referral | — | 688 | — |
CPL divides spend by paid-source leads only — organic volume never flatters paid performance.
Pillar two · Proof of ROI
Cost per inquiry, application, and enrolled student
Pennant tracks the full funnel — lead to application to enrollment, with lead-to-enrollment percentage — by channel and by program. So when someone asks what a student costs to recruit from paid search versus paid social, you have the number.
The cost math is honest by design. CPL and cost-per-enrollment divide spend by paid-source leads and enrollments, so organic volume never flatters paid performance. Gross versus net spend is tracked with per-channel agency fee markup.
Two views, one truth
Period view and Cohort view
The same question — “is this channel working?” — has two honest answers depending on what you're deciding. Pennant gives you both lenses on the same data.
Period view
What happened in a range
Everything that occurred between two dates — leads in, applications in, enrollments in, spend out. The right lens for monthly reporting, budget reviews, and answering “how did April go?”
Cohort view
Leads acquired in a range, tracked to today
Follow the leads you bought in a given window all the way forward. Twelve-week cohort curves with maturity projections show how a young cohort is likely to finish — so you can judge a campaign before the cycle ends.
Pillar three · Confident reallocation
Move budget while there's still time in the cycle
Set goals and budgets, and Pennant tracks live pacing against them — by channel and overall. When a channel runs ahead or behind, you see it in-cycle, not in the post-mortem.
Combined with cohort projections, pacing turns reallocation from a judgment call into a defensible decision: here's what each channel is producing, here's where it's trending, here's where the next dollar should go.
Pillar four · Built for higher ed
Speaks inquiries, applications, enrollments, and cohorts
Generic BI tools make you define what an “enrollment” is. Pennant already knows. It works on top of the CRM you already run and reports in the units your cabinet uses.
Multi-institution portfolio
A rollup view across schools, built for agencies and systems managing several institutions at once.
White-label dashboards
Each institution's dashboard carries its own logo and colors — ready for a cabinet meeting or a client review.
Goals, budgets & pacing
Targets with live pacing, so ahead-or-behind is visible at a glance.
Reports
PDF and CSV exports for the people who want the numbers in their format.
Permissions & audit
Role-based permissions and a full audit log of who saw and changed what.
Sync-health monitoring
Automatic monitoring with alerting — know your data is fresh before you present it.
See it on your own data.
A demo walks through the funnel, the channel view, and the cohort curves — with your questions driving the agenda.